My thought is it doesn't have to have the "cool" factor of "One cart to rule them all..." but it can still be smart and meaningful. imo, the ones listed for example, are bland and don't say much about Ubercart or its strengths. I could see almost any other cart using the same thing.

What are Ubercart's unique characteristics? Well, the obvious one is its relationship to Drupal. This brings in all the benefits (and drawbacks) of using Drupal when someone's setting up their store, but we try to make it easy on the newcomer. I think what will continue to move Ubercart forward as it's tied to Drupal will be its ability to help you do any sort of commerce through your website. No longer just selling physical products, but selling services, access, customizable products, user defined products, etc. Those things are all possible to some extent and will continue to be simplified as Ubercart matures. Maybe we should be looking for where we want to go... more community involvement and internationalization along with the flexibility that doing commerce on top of Drupal provides.

So, how in a few words, can you condense Ubercart's flexibility and do-it-yourself nature into a few words that you wouldn't feel goofy wearing on a shirt or putting on a business card? I guess that's where the brainstorming starts.